發(fā)布時間：2018-03-07 01:08

  本文選題：公益廣告　切入點：廣告效果　出處：《廣西大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：中國經(jīng)濟飛速發(fā)展的今天,我們的城市也發(fā)生了翻天覆地的變化,基礎(chǔ)建設(shè)的步伐加快的同時,也需要加強城市人民的精神文明建設(shè),使得經(jīng)濟基礎(chǔ)和上層建筑均衡同步發(fā)展。為深入貫徹十八大精神,創(chuàng)建全國文明城市,南寧市開展“講文明樹新風(fēng)”公益廣告活動,旨在提升南寧市市民精神文明建設(shè)和文化道德水平的同時,塑造南寧文明城市的形象。公益廣告的發(fā)展水平,一定程度上也反應(yīng)著城市社會文明程度,因此,對南寧市“講文明樹新風(fēng)”公益廣告效果的研究,能夠為南寧市城市文明的發(fā)展提供衡量的標準和建議。本文首先對公益廣告進行概念的詮釋和公益廣告特點的概括,梳理了公益廣告的發(fā)展歷程。其次,對南寧市“講文明樹新風(fēng)”公益廣告現(xiàn)狀進行總結(jié)展示,從廣告的傳播者、傳播內(nèi)容以及傳播媒介這三個部分進行展開。此外,引入廣告?zhèn)鞑バЧ�、心理效果、社會效果三個方向的評估指標,以傳播學(xué)5W理論、受眾心理DAGMAR模式等理論為支撐,對南寧市“講文明樹新風(fēng)”公益廣告進行效果分析,主要利用問卷調(diào)查的研究方法進行南寧市“講文明樹新風(fēng)”公益廣告效果的實證研究。最后,對廣告效果進行總結(jié),并通過對廣告效果分析過程中出現(xiàn)的問題,為南寧“講文明樹新風(fēng)”公益廣告的發(fā)展提出改進的建議和措施,也進一步為公益廣告更有效的傳播影響受眾提供數(shù)據(jù)支撐和行之有效的策略建議。
[Abstract]:With the rapid economic development of China today, our cities have also undergone earth-shaking changes. While the pace of infrastructure construction is accelerating, it is also necessary to strengthen the spiritual civilization of the urban people. To make the economic base and superstructure develop in a balanced and synchronous manner. In order to carry out the spirit of 18 in depth and create a civilized city throughout the country, Nanning has launched a public service advertising campaign of "stressing civilized trees and new winds". The aim is to promote the spiritual civilization construction and cultural and moral level of the citizens of Nanning, and at the same time to shape the image of Nanning civilized city. The development level of public service advertisement also reflects the degree of social civilization in the city to a certain extent, so, The study on the effect of public service advertisement in Nanning "stressing civilization and new style" can provide the standard and suggestion for the development of Nanning city civilization. Firstly, this paper interprets the concept of public service advertisement and generalizes the characteristics of public service advertisement. Combing the development course of public service advertisement. Secondly, summarize and display the present situation of public service advertisement in Nanning City, from three parts: the propagator, the content and the media. In addition, This paper introduces three evaluation indexes of advertising communication effect, psychological effect and social effect, and analyses the effect of public service advertisement in Nanning "stressing civilization and new style", which is supported by the theory of 5W communication theory and DAGMAR model of audience psychology. This paper mainly uses the research method of questionnaire to carry on the positive research on the public service advertisement effect of "stressing the civilized tree new style" in Nanning. Finally, it summarizes the advertising effect, and analyzes the problems in the process of advertising effect analysis. This paper puts forward some suggestions and measures for the development of public service advertisement in Nanning, and provides data support and effective tactics for the public service advertisement to spread and influence the audience more effectively.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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本文編號：1577270